2016豪华车增速重回快车道 市场规模突破200万辆
Overviewof the luxury car market in 2016, sales of more than 2 million for the firsttime is the big breakthrough
桑之未 汽车流通行业分析师 中国汽车流通协会专家委员会成员
By Sang Zhiwei
Expert and Member of the Committee of China Automobile Dealers Association（CADA）
（The English part is translated by Memory MA）
2016年，中国豪华车市场规模首次突破200万辆，14个豪华品牌总共销售了2,178,099辆，同比增长16.3%，领涨乘用车市场。岁末年终，豪华车企纷纷公布了销售业绩，透过数字看“含金量”，综合实力高下立现。
In 2016,the sales volume of luxury car is more than 2 million for the first time inChina market. 14 luxury brands sold 2,178,099 cars in total, with a YoY growthof 16.3%, leading in the whole passenger car market. At the end of the year,luxury car companies have announced the sales performance, through which wecould clearly see the exclusivity and the comprehensive strength.
购置税政策助力利润回稳，新品集中投放
2016年整体车市受益于购置税减半政策，从而也带动了豪华车市场快速增长；各豪华品牌集中在中型轿车、中型SUV领域投放新产品；奔驰E、奥迪A4、凯迪拉克XT5、捷豹XFL、沃尔沃S90、讴歌CDX等豪华品牌新车车型集中上市，在定价策略上各品牌放弃了高定价再打折销售的传统定价策略，定价做到一步到位而引发市场热销。
Purchase tax halve policy helps with the profitability, and new product werelaunched intensively
In 2016 the auto market benefitted from taxhalve policy, which also instilled impetus of fast development to the luxurysegment. The luxury brands focus on and launched the new products of midsizesedans, mid-sized SUV, like Mercedes-Benz revamped E-Class, Audi A4, Cadillac EXT5, Jaguar XFL, Volvo S90, Acura CDX and so forth. The new products listedreached the designated position in pricing strategy other than the previouspractice of high priced at a discount, which has made the cars like hot cakes.
2016年上半年豪华品牌价格战进一步加剧，宝马、奥迪多款畅销车型维持8折左右，下半年车市在购置税减半即将结束的预期带动下，购车需求放大，各品牌积极调整产品结构以及销售策略，终端零售价格进一步回升，车企经销商利润回升。
The price war among luxury brandsintensified during the early half of 2016, many popular models under BMW andAudi maintain around 20% discount. The auto purchase needs have been amplifiedled by the ending of purchase tax halve policy in the next half of the year,therefore the OEMs actively adjusted the product segment and sales strategy toensure the retail prices rebound, and also resulted in more profit for automakersand dealers.
销售遇困 豪华车企销售老大换将频繁
今年一个显著特点就是豪华车销售管理团队更迭频繁，年初从英菲尼迪开始、宾利、宝马、沃尔沃、保时捷、奥迪、捷豹路虎等均更换了销售负责人，车企在考虑人选时多数从内部体系选拔，或者外聘行业资深人士，普遍具有基层销售经验，新的管理者到任后，比较重视经销商盈利状况，努力改善与经销商关系，倾听经销商意见，调整产品定位，改进商务政策，均取得很好的成果。
Sales in trap and executives responsiblefor sales in luxury brands have been replaced frequently
Another phenomenon in luxury auto brands is that the sales heads of severalbrands have been replaced. Starting from Infiniti in the beginning of the year,Bentley, BMW, Volvo, Porsche, Audi, Jaguar and Land Rover and so forth listedall changed their sales executive. When considering the candidate from internalsystem promotion, or external veteran who, generally has the sales experienceat the grass-roots level. Most of them will maximize the dealer profitability,and improve the relationship by listening more to dealers, adjusting theproduct positioning, optimizing the business policy, and it works pretty well
一线豪华：奔驰抢眼 宝马蓄势
2016年奔驰继续保持一线豪华品牌增长最快记录，在提升销量的同时，奔驰进一步加深与战略经销商互动，提升网络效率，改善新建店经销商的盈利性。奔驰E、GLC等多款持续热销，部分车型在零售市场均一车难求。奔驰在营销模式上不断创新，Mercedes me三里屯体验店的开业，使得奔驰品牌能够更“轻”的方式与消费者触达，为豪华品牌在4S店体系之外探索一条与潜在客户接触的新方法。
Topwell-known brands of luxury: Mercedes-Benz outshines others, BMW rises based onits accumulated strength
In 2016, Mercedes-Benz maintains the fastest growthrecord in sales increase in top well-known brands of luxury market. At the sametime of sales increase, Mercedes enhanced the interaction with its strategicdealers to promote the network efficiency, and improve the new dealers'profitability. New products like Mercedes E and GLC continues its popularity inthe market, some specific models have even been sold out. Mercedes alsoinitiated innovations in marketing, the opening of Mercedes Me in Sanlitunoffers an emotional bridge to reach consumers, which explored a new path totouch potential consumers out of 4S stores.
宝马在2016年继续调整销售策略，改善经销商关系，调整商务政策，新款X1上市后逐渐热销，去年销量达5.5万辆；宝马5系超越奥迪A6L成为这个细分市场新销量王。2017年宝马1系、5系两款产品推出，可以有效改善宝马产品结构，有利于进一步提升利润。
BMW in 2016 continued to adjust sales strategy including improvingthe relationship with dealers, and adjusting the business policy. The new X1 keepshot selling after launched with 55,000 vehicles sold in total in 2016. Takingover Audi A6L, BMW 5-series has become the new sales king of the segment. The launchof BMW 1-series and 5-series will optimize the product structure effectively,and boost further profits.
奥迪蝉联销量第一 重构经销商车企和谐关系
2016年奥迪销量达589,088辆，继续领跑一线豪华，但增幅放缓。奥迪在2016年多款量销车型到了产品末期，销售管理团队人员更换均对其产品、管理产生一定的消极影响。“上汽奥迪”事件促进了车企与经销商互动，经销商在渠道的话语权进一步增加。2017年换代新车奥迪Q5、A3均是走量车型，有利于提升奥迪销量。
Audi's sales ranks firstagain, and will rebuild harmonios relationship with dealers
Audi sold 589,088 units in 2016, continuing leading the top luxurybrands while the growth rate is slowing down. Some flagships have been at theend of the product life, and the change of sales head and also the salesmanagement team produce certain negative impact on all of its products and management."SAIC-Audi"event promoted the car companies to interact with dealers and distributors,which shown that the power of channel increases. In 2017 new Audi Q5, A3 are bothpopular models which will help to improve the audi sales.
二线豪华三家车企销量越级10万 雷克萨斯精细管理值得回味
3 ofthe second tier brands sold more than 100,000, and the lean management of Lexusis a good case.
今年奔驰、雷克萨斯、保时捷等品牌，经销商新车毛利维持在7%上下，成为最为赚钱的品牌，雷克萨斯车辆从出港到销售出去平均为16天，如果扣除物流时间，实际的店头库存时间会更短，成为业界单车流转、资金流转最快的品牌，经销商也节省一大笔财务费用。2016年对于雷克萨斯来说，没有什么走量的新产品，但雷克萨斯通过精细化的销售管理，全年销量突破10万辆，达到109,150辆，增速25.6%；在保持销量快速增长的同时，经销商新车毛利也得到快速增长，2017年销量目标增幅不大，预计延续去年旺销的态势。
This year, Mercedes-Benz, Lexus, Porsche and other brands, the grossmargin of new cars for dealers maintained around 7%, and became the mostprofitable brand. It takes Lexus vehicles an average of 16 days from the portto selling out, if deducting logistics time, the actual store inventory timewill be even shorter, so Lexus become the fastest brand on product flowing andcapital recycling, dealers also save a lot of financial costs. For Lexus, thereis no new product of mass popularity, while Lexus has got more than 100,000sales volume, reaching 109,150 units, with 25.6% growth through the lean salesmanagement; while maintaining rapid growth in sales, gross profit of dealers hasalso been rapid growing, in 2017 the expected sales growth is not so large, stillto continue the trend of strong sales last year.
捷豹路虎全年销量为119,048辆，增长31%，受益于国产车型的销量提升。2016年捷豹在中国国产全铝车身的XFL，这在国内汽车制造行业还是首次生产全铝的汽车产品。捷豹路虎2016年更换中国区管理层，潘庆出任捷豹路虎全球董事、捷豹路虎中国总裁及奇瑞捷豹路虎董事，这也是国人首次在跨国车企出任全球董事。捷豹路虎在华发展的同时在体育、教育、道路安全等诸多方面积极开展社会公益项目，以捷豹路虎梦想基金为载体，旨在让中国20万青少年通过这一项目的系列活动受益。
Jaguar Land Rover sold 119,048 cars thisyear with an increase of 31%, benefiting from the growth of local produced models.In 2016 Jaguar started to produce aluminum-body XFL in China, which is thefirst production of all aluminum automotive product produced in local autoindustry. Jaguar Land Rover replaced the management of China, Pan Qing becametheExecutive Director, President of Jaguar Land RoverChina and Chery Jaguar Land Rover Integrated Marketing Sales and Service,which is the first time a Chinese became global head of an international automaker. While regarding the business development in China, Jaguar Land Rover alsocarried out social welfare projects in sports, education, road safety and manyother aspects, these projects are based on Jaguar Land Rover Dream Fund, and designedto benefit China's 200,000 young people through the series activities.
在二线豪华品中，还有一个品牌值得关注---凯迪拉克，全年增长47.5%销量突破10万辆达118016辆，今年上半年凯迪拉克发布两款重量级新车CT6、XT5，由于预期过高，定价不合理，上市即滞销，不得不继续依靠老车XTS跑量。下半年凯迪拉克开启跑量模式，连续多个月份批发超过1万辆，经销商库存不断增加，迫于资金压力，经销商在市场上让价甩卖，最高折扣达68折，入门级车型ATS-L一度成为这个级别最便宜的车型。
Among the second-tier brands, Cadillac is the one need to be paid moreattention to, which enjoyed a 47.5% yearly increase on sales volume. There are118016 cars are sold, exceeding one hundred thousand. Early this year, Cadillaclaunched 2 important new models, the CT6 and XT5, but because of theover-expectation and unreasonable price, they were unsalable as soon as theywere launched, so Cadillac had to increase the volume by the old XTS. Laterthis year, sales volume of Cadillac started to boost, the bulk sale was over 10thousand for several months. But the inventory pressure of the dealers alsokept growing, so the dealers were forced to make great discount on market, thelowest price was 68%, the entry level model ATS-L once became the cheapest oneamong its competitors.
沃尔沃今年也经历管理团队的更换，不过全年销售主题还是“降价”为主，原本高定价的XC90进入50万区间开始走量，S60L、XC60等产品，保持同价位区间最为便宜的车型，品牌力仍然是其短板，无法有效支持销售。
Although Volvo went through a management team change this year, the salesin this year is also discount. The highly-priced XC90 went down into 500thousand section and the volume started to increase. Prices of S60L and XC60 remainthe lowest in their individual section. So brand is still the short slab for Volvo,which cannot provide enough support for sales.
英菲尼迪全年销量41,590辆，增长3%，英菲尼迪在遭遇产品召回、没有新产品等因素制约，销售企稳实属不易，英菲尼迪新构建的本土汽车职业经理人团队，在新车定价方面让经销商更有利润，对市场、销售有更强的敏锐性，在调整车企与经销商关系方面有更为成熟的理念。2016年对于英菲尼迪来说更是“休养生息”蓄势待发的一年。
The sales volume of Infiniti increased by 3% to 41,590 cars this year. Sufferedfrom drawbacks like recall and without new product, it is really good work to stabilizethe volume. The newly built local management team ensures the profitability ofdealers in pricing, and has sharp sense on marketing and sales, and has matureconcept on coordinating and relationship of manufacturer and dealers. ForInfiniti, 2016 is a year to refresh and as much as a year ready to accelerate.
讴歌今年国产CDX，让苦苦支撑多年的经销商开始盈利，低定价，上市即热销，可以看到广汽本田的销售管理团队对讴歌的定位还是比较清晰，2017年将推出国产入门级轿车TLX，中型SUV RDX则将2018年实现国产，预计讴歌的销量将会持续增长。
This year Acura launched localized CDX with low price and sells quitewell, which helps the dealers struggled out of distress and start to makeprofit. The sales management team has a clear expectation for Acura, they willlaunch the localized entry level model TLX in 2017, and then the middle-sizedSUV RDX in 2018. Therefore, we could predict that the volume of Acura will keepgrowing.
林肯今年销量为32,558辆，增长300%。林肯销量快速增长得益于渠道数量的增长与产品均为SUV有关，年末林肯大陆上市，林肯开始进入轿车市场，林肯未来是否能持续快速增长，取决于在轿车市场的表现。
Lincoln sold 32,558 cars this year and the growing rate is as much as300%. The high growing rate is due to the network development and all the SUVproducts. Lincoln Continental hit the market at the end of the year, whichmeans Lincoln started to entry the sedan segment. The performance in sedanmarket will be the key factor if Lincoln can maintain the high growing rate.
2016年保时捷销量为65246辆，增长12%，单车均价进一步下探，上半年macan销量爬上较快，也出现了一定的折扣，卡宴、718仍然是最赚钱的车型，下半年Panamera减量换代后，也已经不亏。2016年是保时捷经销商练“真功夫”的一年，像深圳等南方经济发达地区的保时捷店，销售管理到位，单店衍生收入就达2000多万，上海地区价格拼杀厉害，但售后量大；成都等二线地区，保时捷店也有不错的收入。
Porsche sold 65,246 cars with 12% increase in 2016. The average pricewent down for another step. In the early half year the volume of Macanincreased fast, and there was some discount too. Cayenne and 718 remained themost profitable models. In the late half year Panamera stopped loss afterreducing production and changing generation. 2016 is a Kong-fu-practising yearfor Porsche dealers, for example, some Porsche Centers in rich south provincelike Shenzhen can make 20 million derived profit with good sales management. Thereis fierce price competition among 4S stores in Shanghai, but they enjoyedplenty after-sales business. The Porsche dealers in second-tier-cities likeChongqing also earn plenty money.
超豪车企关注市场供需，经销商止亏盈利
Super carmanufacturers pay focus on supply-demand relationship, the dealers started tomake profit
2016年玛莎拉蒂销量12,149辆，增长34.9%，得益于新款SUV上市，对其销量、经销商利润提升有很大帮助。
Maserati sold 12149 cars with 34.9% increase, and the volume and dealers’profit benefit a lot from the launch of the new SUV.
宾利今年销量为1894辆，增长17.28%。年初宾利调整管理团队，并有豪华SUV添越和飞驰V8 S等新产品上市，带动其销量获得高速增长，但在终端零售超报严重，据相关人士透露1/3车辆成为经销商库存，由于盈利无望，部分城市经销商关店。
Bentley sold 1894 cars with 17.28% increase. Early this year adjusted itsmanagement team, and launched the luxury SUV Bentayga and Flying Spur V8S,which helped to increase the volume at a high rate. But the over-statistics isreally serious at the sales end, it is said that 1/3 of the cars becameinventory of the dealers. And in several cities dealers closed the storebecause they can’t get any profit.
劳斯莱斯今年获得23%的增长，超豪近两年持续受到整体经济影响，销量不大，劳斯莱斯比较重视经销商利润与库存，供货与需求能够保持一致，经销商能够实现正毛利。
Rolls-Royce enjoyed a 23% increase this year. Hyper car market has beensuffering from the bad economic condition, the volume is low. Rolls-Royce caresmuch about the profit and inventory of its dealers, and keeps the supply-demandbalance, thus the dealers could manage positive gross margin.
法拉利全年批发数为415辆，去年交付数为425辆，受益于低价车型488上市，经销商多以订单方式销售，资金压力不大，利润较好。
The bulk sale of Ferrari is 415 this year, comparing to 425 deliverieslast year. Benefiting from the low priced 488 model, the dealers operate inorder-driving pattern, and they don’t have much pressure on cash flow and enjoygood profit.
数字之外，2016年豪华车市场还有很多事情值得铭记。这一年，豪华车企高层变动频仍是历史罕见的；年终岁末，奥迪宣布与上汽合作引起舆论哗然；还是这一年，车企与经销商的合作共赢关系得到普遍重视。在这个此消彼长，竞争最为激烈的市场，变数是常态，竞争是这个市场的魅力所在。
Beyond the statistics, there are much more things to remember in theluxury car market. This year, the high frequency of management change in luxurycar manufacturers is rare in history. At the end of the year, Audi announcedthe cooperation with SAIC and caused chaos in public voice. This year also, thewin-win relationship between the manufacturers and the dealers becomeconsensus. In the market of the fiercest competition, change is constant, and competitionis where charm exists in the market.
